Highlights of Communication Construction by Using Augmented Reality Technologies in Retail

This research is aimed to explore the use of artificial intelligence in marketing communications, namely augmented reality (AR) technologies in the beauty retail industry. The study raises the question of the effectiveness and impact of using these technologies in the communication strategies of beauty retail companies. On the example of existing applications using AR technology, this paper explains that companies need to modify their strategies in order to meet modern digitalization and global developments. Despite the effectiveness of existing communication strategies used in the Russian market in the beauty industry, they lack modern technologies using AR, which prevents companies from being more advanced, increasing their turnover and consumer loyalty. According to this, research methods include an experimental survey and a case study, which help to understand the effectiveness and necessity of using AR technologies. The results of this work will demonstrate the importance of companies using augmented reality in communication construction with customers.